On July 2, 2014, the Seattle, Washington based company Ring for the 12s earned the 2nd highest amount for a US jewelry Kickstarter Campaign coming to a total of $116,418 with 630 backers. This company has a niche product of selling Super bowl rings to fans. The team to start this was the Seattle Seahawks. The founder of the company wanted a ring for the fans, affordable but still high quality once he found a manufacture that would work with him and his small initial order he then reached out to the public for support.
The Campaign
The goal was set at $7,000, a reasonable move considering the target was Seahawks Football fans. The campaign price for the ring was $179, so he needed by his calculations that would be around 40 rings. Putting into perspective of how well this campaign went, 623 rings sold. Only seven backers bought the smaller tiered rewards. In this case because of how niche this item was and the low goal set, the campaign was smart not investing too much time into other smaller rewards.
Below is my checklist of basic parts needed in a Kickstarter Campaign compared to what Ring for the 12s had:
Note that they had social media set up but did not link it to the campaign page. That would be something they should do in the future if they have another campaign. The company could have reached more people if the social media had been more present. I had to do some Google and Facebook searches to find the company which is not something people usually like to do. Still they did get funding and manufactured the rings for their backers and Seahawks Fans.
After the Project:
The company has branched out to art, apparel, and other types of jewelry such as pendants. While still featuring their rings prominently on their site. The campaign creator and founder of Ring for the 12s, CJ Johnson has over 25 years in the tech industry and is the CEO of fab5ventures LLC. I doubt this is the last campaign from him and I will be interested to see what new ideas will come next. To see the Kickstarter campaign click the link (here). To go to the site and order or learn more about the company, click (here) to go to the company’s home page.
Check back for the third largest jewelry Kickstarter campaign of 2014 and the end to this series! Please let me know what you think!
hinice ytrsdi :-)